These Breastfeeding Mannequins Challenged Prejudice in Colombia

Campaign by Abbott and JWT Targets Shopping Malls

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Breastfeeding in public in Colombia is still often frowned upon, so global healthcare company Abbott started a campaign to try and persuade shopping malls to change their policy towards nursing mothers.

Via creative agency JWT Colombia, the campaign persuaded retailers in the malls to swap at least one of their mannequins to a "breastfeeding mannequin," and display it along with a sign asking the shopping mall to allow breastfeeding. Over 100 stores adopted the breastfeeding mannequins, and the campaign invited people to nominate shopping malls to become safe havens for breastfeeding moms via social media or the campaign web site. So far, the effort has led to 10 shopping malls declaring themselves breastfeeding-friendly environments for mothers.

The campaign, which was promoted under the name Amigos de la Lactancia (Friends of Breastfeeding), attracted both national and international attention so far -- with some commenting that it should be also be brought to the U.S.

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About

Credits
Date
May 15, 2017
Agency:
JWT - Colombia
Client:
Abbott
VP Creative:
Rodolfo Borrell
VP Client Services:
Antonio Abello
Executive Creative Director:
Claudia Murillo
Creative Director:
Diego Contreras
Creative Director:
Nicolas Acosta
Senior Copywriter:
Camilo Mateus
Digital Creative Director:
Carlos Carbonel
Chief Marketing Officer:
Laura Nariño
Agency Production Director:
Maria Medina
Agency Producer:
Diego Bermudez
Agency Producer:
Cesar Tinjaca
Content Creator:
Julian Martinez
PR Company:
Estrategico PR
Production Company:
Akira Films
Director:
Juan Rueda
Director of Photography:
Max Morales
Director of Photography:
Andres Ladino
Director of Photography:
Giuliana Rojas
Advertiser Supervisor:
Santiago Forero
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